Global Marketing Management, EMEA Edition

Höfundar: Masaaki (Mike) Kotabe, Kristiaan Helsen
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Global Marketing Management, EMEA Edition

Veldu vöru

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Rafbók til leigu í 120 daga. Útgáfa: 7

Efnisyfirlit

  • Cover
  • Title Page
  • Dedication
  • About the Authors
  • Preface
    • Four Fundamental Issues Addressed in the Seventh Edition
    • Our Pedagogical Orientation
    • Global Orientation
    • Interdisciplinary Perspective
    • Proactive Orientation
    • Cultural Sensitivity
    • Research Orientation
    • Practical Orientation
    • Internet Implications
  • Acknowledgments
  • 1 GLOBALIZATION IMPERATIVE
    • Why Global Marketing Is Imperative
    • Globalization of Markets: Convergence and Divergence
    • Evolution of Global Marketing
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
    • Appendix: Theories of International Trade and the Multinational Enterprise
  • 2 ECONOMIC ENVIRONMENT
    • Intertwined World Economy
    • Country Competitiveness
    • Emerging Economies
    • Evolution of Cooperative Global Trade Agreements
    • Information Technology and the Changing Nature of Competition
    • Regional Economic Arrangements
    • Multinational Corporations
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 3 FINANCIAL ENVIRONMENT
    • Historical Role of the U.S. Dollar
    • Development of Today’s International Monetary System
    • Foreign Exchange and Foreign Exchange Rates
    • Balance of Payments
    • Economic and Financial Turmoil around the World
    • Marketing in the Euro Area
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 4 GLOBAL CULTURAL ENVIRONMENT AND BUYING BEHAVIOR
    • Meaning of Culture
    • Elements of Culture
    • Cross-Cultural Comparisons
    • Adapting to Cultures
    • Culture and the Marketing Mix
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 5 POLITICAL AND LEGAL ENVIRONMENT
    • Political Environment—Individual Governments
    • Political Environment—Social Pressures and Political Risk
    • Terrorism and the World Economy
    • International Agreements
    • International Law and Local Legal Environment
    • Issues Transcending National Boundaries
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 6 GLOBAL MARKETING RESEARCH
    • Research Problem Formulation
    • Secondary Global Marketing Research
    • Primary Global Marketing Research
    • Leveraging the Internet for Global Market Research Studies
    • Market Size Assessment
    • New Market Information Technologies
    • Managing Global Marketing Research
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 7 GLOBAL SEGMENTATION AND POSITIONING
    • Reasons for International Market Segmentation
    • International Market Segmentation Approaches
    • Segmentation Scenarios
    • Bases for International Market Segmentation
    • International Positioning Strategies
    • Global, Foreign, and Local Consumer Culture Positioning
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
    • Appendix
  • 8 GLOBAL MARKETING STRATEGIES
    • Information Technology and Global Competition
    • Global Strategy
    • Global Marketing Strategy
    • R&D, Operations, and Marketing Interfaces
    • Regionalization of Global Marketing Strategy
    • Competitive Analysis
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 9 GLOBAL MARKET ENTRY STRATEGIES
    • Country Selection
    • Scale of Entry
    • Choosing the Mode of Entry
    • Exporting
    • Licensing
    • Franchising
    • Expanding Through Joint Ventures and Alliances
    • Wholly Owned Subsidiaries
    • Dynamics of Entry Strategies
    • Timing of Entry
    • Exit Strategies
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
    • Appendix A: Alternative Country Screening Procedure
    • Appendix B: Mode of Entry Choice—Three Theoretical Perspectives
  • 10 GLOBAL PRODUCT POLICY DECISIONS I: DEVELOPING NEW PRODUCTS FOR GLOBAL MARKETS
    • Standardization versus Customization
    • Multinational Diffusion
    • Developing New Products in the Global Marketplace
    • Truly Global Product Development
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
    • Appendix: Using Conjoint Analysis for Concept Testing in Global New Product Development
  • 11 GLOBAL PRODUCT POLICY DECISIONS II: MARKETING PRODUCTS AND SERVICES
    • Global Branding Strategies
    • Management of Multinational Product Lines
    • Product Piracy
    • Country-of-Origin (COO) Effects
    • Global Marketing of Services
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 12 GLOBAL PRICING
    • Drivers of Foreign Market Pricing
    • Managing Price Escalation
    • Pricing in Inflationary Environments
    • Global Pricing and Currency Fluctuations
    • Transfer Pricing
    • Global Pricing and Antidumping Regulation
    • Price Coordination
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 13 GLOBAL COMMUNICATION STRATEGIES
    • Global Advertising and Culture
    • Setting the Global Advertising Budget
    • Creative Strategy
    • Global Media Decisions
    • Advertising Regulations
    • Choosing an Advertising Agency
    • Other Communication Platforms
    • Globally Integrated Marketing Communications (GIMC)
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 14 SALES MANAGEMENT
    • Market Entry Options and Salesforce Strategy
    • Cultural Considerations
    • Impact of Culture on Sales Management and Personal Selling Process
    • Cross-Cultural Negotiations
    • Expatriates
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 15 GLOBAL LOGISTICS AND DISTRIBUTION
    • Definition of Global Logistics
    • Managing Physical Distribution
    • Managing Sourcing Strategy
    • Free Trade Zones
    • International Distribution Channel
    • International Retailing
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 16 EXPORT AND IMPORT MANAGEMENT
    • Organizing for Exports
    • Indirect Exporting
    • Direct Exporting
    • Mechanics of Exporting
    • Role of the Government in Promoting Exports
    • Managing Imports—The Other Side of the Coin
    • Mechanics of Importing
    • Gray Markets
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 17 PLANNING, ORGANIZATION, AND CONTROL OF GLOBAL MARKETING OPERATIONS
    • Global Strategic Marketing Planning
    • Key Criteria in Global Organizational Design
    • Organizational Design Options
    • Organizing for Global Brand Management
    • Life Cycle of Organizational Structures
    • Control of Global Marketing Efforts
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 18 MARKETING STRATEGIES FOR EMERGING MARKETS
    • Emerging Markets
    • Competing with the New Champions
    • Targeting/Positioning Strategies in Emerging Markets—BOP or No BOP?
    • Entry Strategies for Emerging Markets
    • Product Policy
    • Pricing Strategy
    • The Distribution Challenge
    • Communication Strategies for Emerging Markets
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 19 GLOBAL MARKETING AND THE INTERNET
    • Barriers to Global Internet Marketing
    • Global Internet Consumers
    • Globally Integrated versus Locally Responsive Internet Marketing Strategies
    • The Internet and Global Product Policy
    • Global Pricing and the Web
    • Global Distribution Strategies and the Internet
    • The Role of the Internet for Global Communication Strategies
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • 20 SUSTAINABLE MARKETING IN THE GLOBAL MARKETPLACE
    • Global Corporate Citizenship
    • Major Areas of CSR
    • The Case for Sustainability
    • Challenges for Sustainability Strategies
    • Sustainable Marketing and Global Consumers
    • Developing and Implementing a Sustainable Strategy
    • Global Stakeholder Engagement Programs
    • Sustainable Marketing Mix Policy for the Global Marketplace
    • Crisis Management and Consumer Boycotts
    • Summary
    • Key Terms
    • Review Questions
    • Discussion Questions
    • Further Reading
  • SUBJECT INDEX
  • NAME INDEX
  • COMPANY INDEX
  • End User License Agreement

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